남미의 OTT 시장 : 시장 점유율 분석, 업계 동향 및 통계, 성장 예측(2026-2031년)

According to Mordor Intelligence, the South America OTT market size was valued at USD 10.73 billion in 2025 and estimated to grow from USD 11.98 billion in 2026 to reach USD 19.36 billion by 2031, at a CAGR of 10.08% during the forecast period (2026-2031).

This report is Segmented by Revenue Model (SVOD, AVOD, TVOD, and Hybrid, Subscription and Ads), Device Type (Smartphones and Tablets, Smart TVs, Laptops and Desktops, and More), Content Genre (Movies and Films, TV Shows and Episodic Content, Documentaries, and More), and Country (Brazil, Argentina, Colombia, Chile, Peru, and Rest of South America). The Market Forecasts are Provided in Terms of Value (USD).

South America OTT Market Trends and Insights

Rising Smart TV and Connected Device Penetration

Connected screens are changing how households use the South America OTT market. Smart TV penetration in connected South American households reached 65-70% in 2026. The installed base is expected to reach 193 million units, with 83.5% of those units actively connected. Connected TV advertising revenue is projected to reach USD 450 million in 2026. TCL, Hisense, and TPV together held 21% of the smart TV market in 2026, supporting lower price points for replacement purchases. Telecom bundles that combine fiber, set-top boxes, and connected devices can make larger-screen streaming easier for middle-income households.

Accelerating Broadband Expansion in Brazil, and Colombia

Broadband expansion lowers a practical barrier to video streaming in the South America OTT market. In 2025, 95% of households had internet access, and the rural connectivity gap narrowed to 7.8 percentage points from 41.5 percentage points in 2016. Colombia recorded 4.5 million fiber connections in the fourth quarter of 2024, up 19.5% from the previous quarter. Fiber accounted for 49.5% of the country's fixed internet connections at that time. Fiber subscriptions across Chile, Colombia, and Costa Rica grew 258% between 2020 and 2024, while more than USD 5 billion was invested in South American fiber infrastructure during 2025. Better access outside major cities gives platforms a larger potential audience, though affordability of services still determines whether connected homes become paying users.

Subscription Fatigue Among Multi-Platform Households

Subscription fatigue limits spending even as demand for streaming remains broad. By the end of 2025, 14% of streaming subscribers had canceled at least 1 service in the prior 6 months. That pattern reflects rotation around release schedules instead of a permanent exit from streaming. In Brazil, 39% of consumers intended to cancel at least 1 subscription in 2025 after price increases and content fragmentation. The South America OTT market, therefore, faces pressure to keep users engaged between major releases. Bundles can simplify household spending, but they can also shift customer ownership toward retailers, telecom operators, or other aggregators. This makes retention depend on a broader service relationship rather than just a platform's catalog.

Other drivers and restraints analyzed in the detailed report include:

1. Shift to Ad-Supported Streaming and Hybrid Monetization
2. Demand for Live Sports and Event-Driven Streaming
3. Fragmented Rights and Content Licensing Costs

For complete list of drivers and restraints, kindly check the Table Of Contents.

Segment Analysis

SVOD held 50.48% of South America OTT market share in 2025, making it the largest revenue model. The segment reflects subscription habits built as global and regional services expanded their libraries across Brazil, and Argentina. Brazil's subscription video market ranked fifth globally by revenue in 2025, showing the depth of established paid viewing in the country. TVOD continues to serve occasions where consumers pay for access to high-value releases. Hybrid subscription and advertising offerings serve households that want several services without paying separate full prices. These models are important because they can spread the monthly entertainment cost across a bundle.

AVOD is projected to expand at an 11.42% CAGR between 2026 and 2031, making it the fastest-growing revenue model in the South America OTT market. Brazil was among the heaviest FAST users in early 2026, with usage rates of 40% and 53%, respectively. Brazil's AVOD and FAST services generated 37% of the country's streaming revenue in 2025. 40% of South American subscribers paid for services they had previously accessed for free in 2025. This creates a reason for providers to maintain free and lower-cost access points. The model can attract new viewers, although advertising demand and the availability of suitable local programming remain important to its economics.

Complete Report Scope:

• By Revenue Model
  • SVOD
  • AVOD
  • TVOD
  • Hybrid, Subscription and Ads
• By Device Type
  • Smartphones and Tablets
  • Smart TVs
  • Laptops and Desktops
  • Other Device Types
• By Content Genre
  • Movies and Films
  • TV Shows and Episodic Content
  • Documentaries
  • Other Content Genres
• By Country
  • Brazil
  • Argentina
  • Colombia
  • Chile
  • Peru
  • Rest of South America

List of Companies Covered in this Report:

1. Netflix, Inc.
2. Amazon.com, Inc.
3. The Walt Disney Company
4. Warner Bros. Discovery, Inc.
5. TelevisaUnivision, Inc.
6. Globo Comunicacao e Participacoes S.A.
7. America Movil, S.A.B. de C.V.
8. Paramount, a Skydance Corporation
9. Apple Inc.
10. Alphabet Inc.
11. Roku, Inc.
12. Samsung Electronics Co., Ltd.
13. DAZN Group Limited
14. Vrio Corp.
15. MercadoLibre, Inc.
16. Telecom Argentina S.A.
17. Millicom International Cellular S.A.
18. Telefonica, S.A.
19. MUBI, Inc.

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

• 1.1 Study Assumptions and Market Definition
• 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET LANDSCAPE

• 4.1 Market Overview
• 4.2 Impact of Macroeconomic Factors on the Market
• 4.3 Market Drivers
  • 4.3.1 Rising Smart TV and Connected Device Penetration
  • 4.3.2 Accelerating Broadband Expansion in Brazil, and Colombia
  • 4.3.3 Rapid Shift to Ad-Supported Streaming and Hybrid Monetization
  • 4.3.4 Strong Demand for Live Sports and Event-Driven Streaming
  • 4.3.5 Growth of Local Language Original Content and Regional Bundling
  • 4.3.6 Rising FAST Adoption Across Price-Sensitive Households
• 4.4 Market Restraints
  • 4.4.1 Subscription Fatigue Among Multi-Platform Households
  • 4.4.2 Fragmented Rights and Content Licensing Costs
  • 4.4.3 Piracy and Unauthorized Content Consumption
  • 4.4.4 Uneven Monetization Outside Major Urban Centers
• 4.5 Industry Value Chain Analysis
• 4.6 Regulatory Landscape
• 4.7 Technological Outlook
• 4.8 Porter's Five Forces Analysis
  • 4.8.1 Threat of New Entrants
  • 4.8.2 Bargaining Power of Suppliers
  • 4.8.3 Bargaining Power of Buyers
  • 4.8.4 Threat of Substitutes
  • 4.8.5 Competitive Rivalry

5 MARKET SIZE AND GROWTH FORECASTS (VALUE)

• 5.1 By Revenue Model
  • 5.1.1 SVOD
  • 5.1.2 AVOD
  • 5.1.3 TVOD
  • 5.1.4 Hybrid, Subscription and Ads
• 5.2 By Device Type
  • 5.2.1 Smartphones and Tablets
  • 5.2.2 Smart TVs
  • 5.2.3 Laptops and Desktops
  • 5.2.4 Other Device Types
• 5.3 By Content Genre
  • 5.3.1 Movies and Films
  • 5.3.2 TV Shows and Episodic Content
  • 5.3.3 Documentaries
  • 5.3.4 Other Content Genres
• 5.4 By Country
  • 5.4.1 Brazil
  • 5.4.2 Argentina
  • 5.4.3 Colombia
  • 5.4.4 Chile
  • 5.4.5 Peru
  • 5.4.6 Rest of South America

6 COMPETITIVE LANDSCAPE

• 6.1 Market Concentration
• 6.2 Strategic Moves
• 6.3 Market Share Analysis
• 6.4 Company Profiles (includes Global Level Overview, Market Level Overview, Core Segments, Financials as available, Strategic Information, Market Rank/Share, Products and Services, Recent Developments)
  • 6.4.1 Netflix, Inc.
  • 6.4.2 Amazon.com, Inc.
  • 6.4.3 The Walt Disney Company
  • 6.4.4 Warner Bros. Discovery, Inc.
  • 6.4.5 TelevisaUnivision, Inc.
  • 6.4.6 Globo Comunicacao e Participacoes S.A.
  • 6.4.7 America Movil, S.A.B. de C.V.
  • 6.4.8 Paramount, a Skydance Corporation
  • 6.4.9 Apple Inc.
  • 6.4.10 Alphabet Inc.
  • 6.4.11 Roku, Inc.
  • 6.4.12 Samsung Electronics Co., Ltd.
  • 6.4.13 DAZN Group Limited
  • 6.4.14 Vrio Corp.
  • 6.4.15 MercadoLibre, Inc.
  • 6.4.16 Telecom Argentina S.A.
  • 6.4.17 Millicom International Cellular S.A.
  • 6.4.18 Telefonica, S.A.
  • 6.4.19 MUBI, Inc.

7 MARKET OPPORTUNITIES AND FUTURE OUTLOOK

• 7.1 White-space and Unmet-Need Assessment